GB’s strategy for Earth2o was designed to effect
change in their category: prompting conversation online and promoting a shift in awareness about the water in bottled waters. Deeper discussions (about, for example, what is and isn’t wasteful) take place on the Earth2o.com website and community-driven venues like Facebook.
Bonus result: Earth2o +PLUS — With the Earth2o’s visibility dialed in, GB was tapped to introduce Earth2o +PLUS, the natural water “boosted” for a more active audience, enhanced with essential electrolytes and minerals. GB found the personality that fit with the parent brand, but that also gave this challenger brand its distinct voice and presence on the shelf and point of sale.
advertising, beverage, food, natural